Samantha Fay, SVP Global Brand Strategy, Guinness World Records, on how the company adapted its publishing model for a content and digital-first world

1. How Guinness World Records
adapted their publishing
model for a content and
digital-first world
Samantha Fay | SVP Global Brand
Strategy, Guinness World Records
RECORD-BREAKING CONTENT:

3. In the
beginning…

5. Multichannel
Platforms
• Book publishing
• Digital
• TV
• Live events
• Marketing services

6. Global
Audience

7. The Power of Record-Breaking

8. Digital Evolution
First YouTube Video
• Guinness World Records Day 2006 Highlights
• 23 Nov 2006
• 56,077 views
First Facebook Video Post
• Guinness World Records Gamer’s Edition TV
Advert
• 2 May 2008
• TBC Views

10. Digital Evolution

11. YouTube
• Most consecutive cars jumped over on a pogo stick
• Nissan and Dalton Smith (USA)
• 80,075 views
• 95 comments
Facebook
• Facebook LIVE broadcast: Most cans crushed with
a unicycle in one minute
• 113,000 views and 58 shares
• 1,200 reactions
• 164 comments
Digital Evolution

13. Which
Channels?

14. What Content?

15. Most costume change
illusions in one minute

16. Curation & Distribution

18. Case Study:
Volvo Trucks

20. The Results
25 Million views Volvo Trucks’
most watched film

21. Case Study:
Reebok

23. +115% lift in Reebok
mentions online
140 million impressions
in the USA alone
900,000+ Facebook Live views
on GWR channels alone
2000,000+ recap video views
on Reebok platforms
The Results

24. Case Study:
Intel

26. 100+ pieces of
coverage
Combined readership
of over 112 million
Over 500,000
views on YouTube
in 5 days
The Results

27. In Summary
• Know your audience and their
viewing habits
• Don’t be afraid to experiment
• Curation through collaboration
• Enjoy the results!

28. Any Questions?
#makeitofficial

29. Thank you